The Brand
Fitlab is a brand offering meal plan subscriptions in the UAE. It has meal plans to provide convenient and healthy meals to its busy audience.
It targets working individuals, busy moms, and athletes who don’t find the time to prepare healthy meals for themselves.
The Challenge
The brand joined hands with us in April 2024 through GHM Consultancy, a marketing and branding agency in Dubai.
It had around 8K lapsed subscribers and wanted to reactivate its meal plan subscriptions.
The brand was coming up with a new look and introducing additional features for the subscribers. It wanted to set up automations and create campaigns to promote the subscriptions.
The Solution
To begin with, our team at RetainUp created customer journey automations, a welcome pop-up on the website, and engaging campaigns for the brand. The copy and design were coordinated with the rebranded website.
Automations
In 3 months, we were able to set up 11 automations for touchpoints like sign-up, meal plan quiz abandonment, canceled subscriptions, transactional emails, etc.
The benefits of subscriptions were highlighted in the copy and the designs enticed the viewer with delicious meals.
Campaigns
We did various promotional campaigns like Back to School and Halloween offers and promoted limited-time offers with an urgent tone.
We also did a recurring campaign for the new meals that were added to the weekly menu. This created a sense of excitement for the buyers and non-buyers alike.
Pop-Up
We created the welcome intent pop-up that attracted the website visitors’ attention to the advantage of choosing Fitlab—an effortlessly healthy diet, and a discount offer.
The Results
In May 2024, we increased the meal plan subscriptions by 26% compared to the previous month. The automations generated AED 12,120 in revenue, and the campaign revenue was AED 3,390.
All the 11 automations together have consistently maintained 25%-45% open rates.
We sent campaigns for the Summer Sale, Trial Meal Plan, Halloween Surprise, and similar themes. These campaigns got a 29% average open rate.
The welcome pop-up got 166 sign-ups in the first month, with a 4.3% conversion rate. The conversion rate on mobile was considerably high despite lower views.